Brian Norgard, CEO of social video site Chill, suggested shows need to start at the production level, showing viewers a picture of the script or a decision on a plot point using Facebook, Twitter (or his own social video site).

“The generic clip anyone else can get ripped onto YouTube is not good enough anymore,” Norgard said. “People want to be a part of the story.”

Frazier agreed, but that's bad news for his show.

“What you’re talking about is what scares the crap out of us,” Frazier said. “Entertainment shows make a living on behind-the-scenes stuff that can now be doled out socially. When we see it, we’re like ‘uh oh.’”

Frazier said many executives are in denial when it comes to how the world is changing.

Though “Entertainment Tonight” has experimented with show-related content for the “second screen” (tablets and mobile phones), “The Insider” has been less aggressive.

He said it would be possible “once we can figure out a way to get people and interact with them at the same time about the stories they care about.”

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